RCS Marketing Strategies That Deliver Higher Engagement & ROI in 2026

 

The business world is full of communication channels and digital noise. Rich Communication Services (RCS) is emerging as one of the powerful channels for brands to engage customers with interactive, immersive, and measurable messaging, all without requiring a separate app download. RCS is not just a message; it’s an interactive experience for users. Unlike traditional SMS, RCS (Rich Communication Services) messaging allows businesses to send branded, rich-media messages with clear CTA (call-to-action) buttons, product carousels, images, and detailed content, all delivered directly within the user’s default messaging app.

Built directly into Android’s default messaging app and verified by Google, RCS delivers highly engaging, non-intrusive communication with significantly lower spam rates. For marketers, this means better visibility, higher trust, and improved conversion rates. Across global markets and especially in India, brands are rapidly adopting RCS messaging to replace or complement SMS and other messaging channels. In this detailed blog, we will discuss what RCS is, how it works, RCS message types, RCS onboarding & template approval process, and why it’s quickly emerging as the next evolution of business messaging.

What is RCS (Rich Communication Services)?

RCS is the next evolution of traditional SMS, standardized by the mobile industry and designed to modernize text messaging. At its core, RCS enables:

• Rich media (images, GIFs, videos)
• Buttons & CTAs (e.g., Buy Now, ORDER Now, Track Order)
• Read receipts & typing indicators
• Interactive carousels and suggested replies
• Verified business branding

All of this lives in the native messaging app, such as Google Messages in Android, without forcing customers to install or switch to a new platform.

How RCS Messaging Works in India

1. Protocol & Standards

RCS is built on a modern protocol designed to complement SMS with IP-based messaging. When a phone and network support RCS, messages are delivered over data (not SMS), enabling rich features similar to OTT apps like WhatsApp or iMessage, but inside the default SMS/RCS application.

2. Carrier + Platform Integration

For RCS to work end-to-end:

• The carrier/network must support RCS (e.g., Jio, Airtel, Vodafone Idea in India).
• The device and messaging app must enable RCS features (most Android devices using Google Messages do).
• For Apple devices, RCS support is rolling out globally and being introduced in partnerships, like with Jio in India.

3. Verified Business Profiles

Brands must register and verify their identity before sending business RCS messages. This verified brand badge boosts consumer trust and reduces spam concerns, a major win for marketers.

Types of RCS Messages

Here’s a breakdown of the common RCS message formats you can use for marketing and customer engagement:

1. Basic RCS Messages - Simple text with branding and optional quick reply buttons.

2. Rich Cards - Single cards with images, a headline, description, and CTAs (e.g., Book Now/Call Now/Visit Now).

3. Carousel Messages - Multiple cards users can scroll through, great for showcasing products, service options, or featured content.

4. Suggested Replies & Quick Actions - Pre-defined replies or CTAs that drive users toward your desired outcome (e.g., “Yes, schedule call”, “View offer”).

5. Conversational RCS - Two-way interactive messaging, effectively turning a single message into a chat with your brand.

Benefits of RCS Messaging for Indian Brands & Marketers

 

Higher Engagement - Brands using RCS see much higher read and interaction rates due to rich visuals and convenient CTAs.

Measurable Conversions - With buttons and actions embedded directly into the message, RCS delivers better tracking and ROI insights.

Trusted & Verified Sender Identity - Verified branding increases open rates and customer trust, particularly important in sectors like BFSI and quick commerce.

No App Download Required - Everything is delivered inside the default messaging app, reducing friction for customer engagement.

Better Deliverability - RCS messages are delivered over data, enabling richer media and reporting, without sacrificing reach.

India-Specific Adoption: The Rise of RCS in 2026

India is rapidly embracing RCS as a viable communication channel for brands, driven by mobile-first behavior, high Android penetration, and support from the telecom ecosystem.

Strong Growth in Usage – According to industry data, RCS interactions in India surged dramatically, with some platforms reporting over 850% year-on-year growth as brands integrate RCS into their SMS workflows.  Platforms like Gupshup and Karix have reported over 50 million RCS business messages sent monthly in India within months of their relaunch, with peaks during festive campaigns.

Carrier & Telecom Support – All three major Indian telecom operators i.e. Reliance Jio, Vodafone Idea (Vi), and Bharti Airtel, now support RCS messaging services, expanding the technology’s footprint across the country.

Cross-Platform Adoption – Apple has partnered with Jio in India to enable RCS messaging for iPhones, a crucial step for cross-platform communications.

Opportunities & Challenges – While growth is strong, some Indian markets have faced early spam concerns, which pushed carriers and platforms to tighten anti-spam controls, a sign that RCS is maturing as a trustworthy business channel.

Onboarding Process for RCS Messaging

To start sending RCS messages as a brand, here’s a general roadmap:

1. Choose an RCS Provider / CPaaS

Select a communications platform or messaging provider that supports RCS business messaging (e.g., Go2mraket, Gupshup, Infobip, Route Mobile, etc.).

2. Register Your Business

Provide your business details like brand name, logo, business category, contact info, and verified domain credentials.

3. Get Verified

Your sender profile is verified by carrier/platform authorities, which enables the brand badge in recipients’ messaging apps.

4. Create Messaging Templates

Draft message templates that include structured content, CTAs, and fallback options. These templates must comply with RCS guidelines.

Template Approval Process for RCS Messages

Unlike plain SMS, RCS templates undergo a formal review to ensure quality and compliance:

✅ Content Review

Each template is audited for:

• Appropriate CTAs
• Compliance with messaging policies
• No spam or prohibited content

✅ Fallback Strategies

Brands must define fallback SMS or voice call versions to ensure message continuity if RCS isn’t supported on a recipient’s device/network.

✅ Turnaround Time

Approval timelines can vary by provider and region, typically taking hours to a couple of business days, depending on the complexity and the number of compliance checks.

Best Practices for RCS Marketing in 2026

✔ Use CTAs wisely — action buttons drive measurable engagement.

✔ Segment messages as per audience behavior for personalization.

✔ Keep content concise yet rich — visuals + text + CTA in harmony.

✔ Monitor analytics — engagement stats help optimize future campaigns.

✔ Respect consent rules — especially in regulated markets like India.

Conclusion,

While OTT channels like WhatsApp and email continue to play a major role, RCS stands out as a future-ready messaging channel. With no app dependency, network-level standardization, verified brand identity, and measurable engagement, RCS bridges the gap between traditional SMS and modern conversational messaging.

In a mobile-first market like India, where customer expectations are rapidly evolving, RCS is quickly becoming a must-have channel for businesses across e-commerce, BFSI, retail, healthcare, travel, and more, helping brands deliver richer experiences and drive better outcomes from every message. To know more about RCS messaging and how it works, the onboarding process, connect with go2market, or book a detailed demo directly from https://go2market.in/request-a-demo

Which Businesses Are Most Affected by TRAI 1600 Migration Deadline?

India has been working continuously to strengthen its telecom ecosystem and ensure secure, transparent, and spam-free communication for mobile users. The Telecom Regulatory Authority of India (TRAI) has been at the forefront of this effort, introducing key reforms such as separate number series for promotional and transactional calls, along with the implementation of CNAP (Calling Name Presentation) at the telecom operator level.

These measures are aimed at creating a spam-free and trust-driven communication infrastructure. However, with the introduction of the 1600 series migration mandate, many businesses are now facing urgent compliance requirements. While awareness around these changes is still evolving, sectors such as BFSI, NBFCs, insurance companies, and share broking firms have already received regulatory notices, making it critical for them to implement the necessary changes to avoid service disruption and regulatory penalties. Read this detailed blog to understand the TRAI 160 series migration process and deadline.

What Is the TRAI 1600 Series Migration?

TRAI has mandated the use of the 1600 number series specifically for service and transactional voice calls made by enterprises to customers. This move aims to:

• Clearly distinguish service calls from promotional calls
• Reduce fraud, spoofing, and unsolicited communication
• Improve customer trust through verified caller identity (CNAP)

Create a standardized and compliant enterprise calling ecosystem

Enterprises currently using non-compliant or mixed-use numbers for transactional calls must migrate to the 1600 series within the prescribed timelines.

Key Compliance Challenges Businesses Are Facing

Many enterprises are struggling with:

• Understanding the difference between the 140 and 1600 series usage
• Multiple touchpoints for DLT registration, operator coordination, and testing
• Risk of call failures due to incorrect routing
• Limited internal expertise to manage telecom compliance changes

Short migration timelines and regulatory pressure

This is where a VNO-licensed CPaaS provider becomes critical.

Businesses Most Affected by the 160 Series Migration Deadline

1. BFSI & NBFCs

Banks and NBFCs rely heavily on outbound voice calls for:

• Transaction alerts
• Loan reminders and collections
• KYC and verification calls
• Customer support and service updates

Non-compliance can lead to call blocking, failed customer outreach, and regulatory scrutiny from RBI-aligned frameworks.

2. Insurance Companies

Insurance providers use voice calls extensively for:

• Policy issuance and renewals
• Claims verification
• Customer onboarding and servicing

The 1600 mandate directly affects insurers, as service calls must now originate from verified and compliant number series.

3. Stock Brokers & Wealth Management Firms

SEBI-regulated entities frequently communicate with customers for:

• Trade confirmations
• Margin calls
• Account servicing and compliance communication

Any disruption in transactional calling can directly impact trading operations and customer trust.

4. E-commerce & Logistics Platforms

Order confirmations, delivery coordination, and support calls fall under service communication. These businesses must ensure:

• Correct number series usage
• Template mapping where applicable
• Seamless migration without customer-facing disruptions

Any disruption in transactional calling can directly impact trading operations and customer trust.

5. Healthcare, Education & Utilities

Hospitals, EdTech platforms, and utility providers making appointment reminders, service notifications, or support calls are also impacted and must ensure their voice traffic is routed through compliant infrastructure like a 160 number series.

How Go2Market Helps Businesses with 1600 Series Compliance

As a DOT-recognized VNO-licensed CPaaS service provider, Go2Market offers end-to-end support for enterprises navigating the 1600 migration.

End-to-End 1600 Series Procurement & Onboarding

• Allocation and activation of 1600 series numbers
• Operator-level coordination and routing setup
• Testing and go-live support

DLT & Principal Entity (PE) Support

• PE registration assistance
• Voice and SMS template registration
• Header and entity mapping
• Ongoing compliance management

Unified Communication Platform

Go2Market enables businesses to manage:

• 140 & 1600 series calling from a single platform
• IVR, Cloud Call Center, and Voice APIs
• Bulk SMS, RCS, and WhatsApp Business API
• Call recordings, analytics, and audit trails

Compliance-First Architecture

• CNAP-ready infrastructure
• Operator-approved routing
• High call connect ratio
• Secure, scalable, and regulator-aligned systems

Risks of Delaying the 1600 Migration

Enterprises that delay migration may face:

• Call blocking or throttling by telecom operators
• Customer complaints due to missed service calls
• Regulatory notices and penalties
• Loss of brand trust and credibility

Early adoption ensures continuity, compliance, and a smoother customer experience.

Conclusion

In conclusion, we can say that the TRAI 1600 series migration is not just a regulatory requirement; it is a fundamental shift toward a cleaner, safer, and more trustworthy business communication ecosystem. For sectors where voice communication is critical, timely compliance implementation is essential. Our team manages the complete compliance lifecycle for 160 series implementations, from DLT onboarding and template approvals to number provisioning, consent handling, and audit-ready logs. By combining regulatory expertise with reliable telecom infrastructure, Go2Market ensures your customer communication remains trusted, compliant, and future-ready without operational disruption or regulatory risk. With our deep compliance expertise and unified CPaaS platform, Go2Market helps businesses migrate seamlessly, stay compliant, and future-proof their communication infrastructure. To know more about the process, connect with go2market at 8595080808 or visit us at www.go2market.in

What Is the 160 Series and Why It Is Mandatory for Business Messaging in India

 

The 160 series is a TRAI-mandated numbering framework introduced to bring transparency, security, and trust to business SMS and voice communications in India. With the increasing number of spam calls, phishing messages, and unverified senders, TRAI made it mandatory for enterprises to use the 160 series for commercial communication. These numbers are linked to registered businesses through DLT registration, ensuring sender authenticity and regulatory compliance. The 160 series supports SMS, voice calls, and cloud telephony, and works seamlessly with CNAP (Calling Name Presentation), making it the foundation of compliant enterprise communication in India today.

Key Features of the 160 Series

• TRAI-approved and fully compliant

• Supports SMS, Voice, and Cloud Telephony

• Mandatory DLT registration and template approval

• Works seamlessly with CNAP (Calling Name Presentation)

• Ideal for BFSI, E-commerce, Healthcare, and Enterprises

160 Series vs Regular Numbers

Unlike normal mobile numbers, the 160 series:

• Displays verified business identity

• Cannot be misused for personal or spam calls

• Offers higher delivery and connection rates

• Ensures long-term regulatory compliance

Is Migration to the 160 Series Mandatory?

Yes. As per the latest TRAI guidelines, businesses using bulk SMS, voice calls, or cloud telephony must migrate to 160 series infrastructure to continue uninterrupted communication and avoid penalties or service disruptions.

Benefits of Migrating to the 160 Series

• Higher customer trust and engagement

• Reduced call blocking and spam tagging

• Compliance with TRAI, DLT, and CNAP mandates

• Future-ready communication infrastructure

Final Thoughts

The 160 series is not just a regulation—it’s the future of trusted business communication in India. Enterprises that migrate early gain better deliverability, improved brand credibility, and long-term compliance. Choosing a VNO-licensed CPaaS provider ensures a smooth and secure transition to the 160 series ecosystem.

Why Cloud Call Center is a Perfect Fit for India’s Mobile First Workforce

 

India is undergoing a profound transformation in how its workforce communicates, collaborates, and serves customers. With over a billion mobile connections, rapidly growing smartphone usage, and affordable data, India has evolved into a mobile-first economy. This shift is reshaping how businesses operate, especially those dependent on customer communication, sales, and support.

In this evolving landscape, cloud call centers have emerged as the perfect solution for India’s increasingly distributed, mobile-first, and remote workforce. They replace outdated on-premise setups with flexible, cloud-based platforms that allow agents to operate from any location, on any device, at any time. This makes the cloud call center solution not just a technological upgrade, but a workforce enabler suited ideally for India’s unique demographics and geography. Read this detailed blog from go2market to understand why a cloud call center is a must-have communication solution for medium and large enterprises.

 

The Rise of India’s Mobile-First Workforce

1. Smartphone Penetration & Affordable Data

The Indian telecom revolution has made mobile internet accessible to nearly everyone. Today, field agents, sales teams, gig workers, and support executives rely heavily on smartphones for work. This has created a workforce that expects flexibility, mobility, and seamless access to communication tools wherever they are.

2. Remote & Hybrid Work Becoming the Norm

Post-pandemic, organizations—from IT and BFSI to e-commerce and startups—have adopted remote or hybrid models. Cloud calling enables companies to hire agents from anywhere, even smaller towns, without requiring office-based infrastructure.

3. Mobility-Driven Job Roles

India has millions of workers involved in roles such as:

• BFSI field sales
• Logistics and delivery
• EdTech counsellors
• Healthcare teleconsultants
• Government outreach teams

These roles cannot depend on fixed-desk calling. They require cloud solutions that work on mobile devices and allow seamless, real-time customer communication.

Why Cloud Call Centers Are the Best Fit for the Indian Workforce

1. Zero Infrastructure, Zero Capex

Traditional call centers need PBX systems, PRI lines, servers, IT teams, and large office spaces.
Cloud call centers eliminate all of this.

You only need:

• A mobile phone
• Internet or GSM connectivity
• An agent login

This makes cloud setups extremely affordable, especially for startups, SMEs, political campaign teams, and distributed field teams.

2. Work From Anywhere: True Mobility

Agents can log in through Mobile apps, Web browsers, Softphones, and GSM dialers.

As long as they have a phone, they’re fully operational. This enables:

• Remote hiring
• Flexible shifts
• Multi-city agent distribution
• Access to talent at low-cost from smaller towns

Perfect for India’s vast geography.

3. Number Masking for Security & Privacy

A major challenge with Indian businesses is maintaining customer and agent privacy.
Cloud platforms allow number masking, ensuring:

• Agents call customers using virtual numbers
• Personal numbers remain hidden
• Compliance is maintained
• Sensitive sectors like BFSI and healthcare remain risk-free

This is especially important for gig workers and field teams.

4. GSM + VoIP Flexibility

India has regions with strong 4G connectivity and others with weak connectivity. Cloud call centers support both:

• VoIP/SIP calling where the internet is strong
• GSM calling where the data is weak

This ensures better call connectivity across rural, semi-urban, and urban India.

5. Real-Time Monitoring & Analytics

Supervisors can track agent productivity through metrics like Average Handling Time (AHT), Average wrap-up time (AWT), and real-time analytics like

• Live calls
• Agent status
• Call recordings
• Connect ratios
• Productivity metrics

All from a single dashboard, regardless of where the agents are working. This transforms remote teams into accountable, high-performing units.

6. Easy Scalability for Campaigns & Growth

Cloud call center solutions can be easily scaled from 5 to 500 agents instantly as per the business need. This makes them ideal for:

• Festive-season sales
• EdTech admission season
• Election campaigns
• Government helplines
• NGO outreach
• Flash marketing campaigns

No need to buy new hardware or set up new offices.

7. Supports Regional Languages & Geo-Based Routing

India's multilingual nature requires dynamic routing. Cloud call center solutions offer:

• Language-based routing
• State/region-based routing
• Skill-based routing & Sticky agent

This ensures callers always get connected to the right agent.

Real-World Cloud Call Center Use Cases in India

1. BFSI & Fintech Sales

Agents call leads directly from the field. Cloud CRM pops the lead details instantly.
Number masking keeps data secure.

2. E-commerce Deliveries & Logistics

Delivery teams confirm orders, reschedule deliveries, or collect feedback using masked calling.

3. Government Helplines & Citizen Services

Agents across the country handle calls in local languages, with all interactions recorded and monitored centrally.

4. Telemedicine & Healthcare

Doctors and support teams consult patients remotely, maintaining compliance and record-keeping.

5. EdTech & Coaching Institutes

Counsellors connect with leads from anywhere with CRM integration and call tracking.

AI: The Future of Cloud Call Centers in India

AI is enhancing cloud-based communication through:

• Conversational AI bots for initial triage
• Voice analytics & sentiment detection
• Predictive dialers
• Automated follow-up workflows
• AI voice campaigns & personalized recordings

This creates a more intelligent, automated, and efficient calling environment.

Conclusion

India’s workforce is distributed, dynamic, multilingual, and mobile-first. Traditional on-premise call centers no longer serve modern needs. Advanced Cloud call center solutions offer the flexibility, affordability, mobility, and scalability that Indian businesses require.

They help organizations reduce infrastructure cost, improve productivity, expand hiring, enhance customer experience (CX), and ensure compliance, like 1600 series implementation.

With AI, GSM flexibility, and multiple third-party integrations, cloud call centers are not just the future of customer communication; they are the present-day necessity for India’s mobile-first economy. To implement this solution for your business, choose a trusted service provider like Go2Market and ensure quick implementation and secure calling/communication.

FAQs

1. What is VoIP, and how is it different from GSM calling?

VoIP (Voice over Internet Protocol) uses the internet to make calls. It’s ideal for areas with strong 4G/5G connectivity. GSM calling, on the other hand, uses mobile networks (SIM-based calling). Most cloud call centers in India support both, ensuring better connectivity rates across regions.

2. What integrations do cloud call centers support?

Cloud platforms integrate with CRMs (Zoho, Salesforce, LeadSquared, HubSpot), WhatsApp Business API, Social Media Apps like Facebook, Instagram and LinkedIn for Lead Capturing, Ticketing tools (Freshdesk, Zendesk), ERPs and internal apps via APIs and Chatbots & AI tools etc. This allows automatic lead syncing, call recording, notes, and workflows.

3. What types of dialers are available?

Our cloud call center solution offer Predictive dialers, Auto dialers, Progressive dialers, Preview dialers, Click-to-call, and GSM/manual dialer with number masking. Businesses can choose any of them based on use case and team size.

4. How does the pay-per-use model work?

Most cloud platforms follow Per-agent/per channel monthly subscription or Per-minute call charges (inbound/outbound) along with optional AI features/recordings charged separately. This OPEX model is cheaper than traditional capex-driven call centers.

5. Can cloud call centers work for field teams and remote agents?

Absolutely. That’s one of their biggest advantages. Agents can operate the call center solution from various devices like from their smartphones, personal laptops, field, or office, Different cities or even different states. All while supervisors maintain full visibility and control.